Brand Tone

Empathetic & Relatable, Positive & Uplifting, Community-Oriented & Inclusive, Authentic & Approachable, Fun & Playful

Brand Values

• •Body Positivity & Inclusivity: Celebrating curves and providing fashionable options for a range of plus sizes (typically 12-26) is central to the brand.
• •Style & Comfort: The brand believes that women shouldn't have to choose between looking good and feeling comfortable, offering designs with "great fits and amazing fabrics."
• •Quality & Affordability: Isla Maree aims to provide good quality clothing at a reasonable price point, filling a perceived gap in the market.
• •Empowerment: Helping women rediscover their style and feel confident in themselves is a key motivator.
• •Authenticity & Connection: Building a genuine relationship with customers and fostering a supportive community.
• •Self-Expression: Encouraging women to express their individuality through fashion, rather than strictly following trends or rules.

Best Practices

• •Speak from the Founder's Voice (Empathetic & Authentic): Continue to weave in the personal journey and understanding that founded the brand. Use "I" and "we" to maintain a personal connection, making the brand feel like a supportive friend.
• •Focus on Empowerment and Positivity: Frame all messaging to uplift and inspire confidence. Highlight how the clothes make the wearer *feel*, not just how they look. Avoid language that implies "fixing" or "hiding" bodies; instead, use words like "celebrate," "flatter," "embrace," and "showcase."
• •Use Inclusive and Community-Focused Language: Directly address the "curvy babes" community. Use welcoming and inclusive terms. Ask questions to encourage engagement and make followers feel part of a conversation.
• •Keep it Real and Relatable: Avoid overly technical fashion jargon. Use clear, straightforward, and approachable language that resonates with the everyday experiences of the target audience. Share customer stories and testimonials (with permission).
• •Adapt to the Platform, but Maintain Core Values: While the tone on TikTok might be more playful and trend-driven than a website product description, the underlying values of body positivity, comfort, and style should always shine through. Ensure the core message of empowerment is consistent across all channels.

Social Perception

Isla Maree is generally perceived very positively by its target audience. Customers appreciate the focus on plus-size fashion, the quality and style of the clothing, and the feeling of being understood and catered to. The brand is seen as a valuable resource for women who have struggled to find fashionable and well-fitting clothes elsewhere. The founder's personal story and engagement resonate well, building trust and loyalty. They are recognized for making a difference in how women see and feel about themselves. The brand is viewed as offering modern, accessible designs. Many customers express strong loyalty and enthusiasm for the brand.

Copy Examples

• •Instagram Post (New Dress Launch): "Stop the search! ✨ Your new favourite dress has arrived. Designed to celebrate your curves and make you feel amazing, our [Dress Name] is all about effortless style and all-day comfort. Because you deserve to shine! Shop sizes 14-26 now. #IslaMaree #CurvyConfidence #NZFashion #PlusSizeStyle #FeelGoodFashion"
• •Facebook Ad (Targeting women who've experienced body changes): "Has your style taken a backseat through life's beautiful changes? At Isla Maree, we get it. Founded on a personal journey of rediscovering self through fashion, we create clothes that make you feel like YOU again. Comfortable, stylish, and made for your gorgeous curves. ❤️ Explore our collection. #IslaMareeStyle #BodyPositiveFashion #RediscoverYourStyle #PlusSizeNZ #ComfortAndStyle"
• •TikTok Video Caption (Styling a versatile piece): "Work week to weekend glam! 😉 Watch how we take our [Item Name] from office chic to date night ready. Style is about expressing YOURSELF, babes! What look is your fave? 👇 #IslaMaree #MidsizeFashion #PlusSizeStyling #OutfitInspo #CurvyTok #NZStyle Code: TIKTOK10 for 10% off!"
• •Website Homepage Banner: "Welcome to Isla Maree: Where Style Meets Comfort, and Every Curve is Celebrated. Discover fashion that fits, flatters, and makes you feel fabulous. [Shop New Arrivals]"
• •Email Newsletter Subject Line (Promoting a community event or sale): "Hey Gorgeous! You're Invited to a [Event Name/Sale] - Let's Celebrate You! 🎉 Email Body Snippet: At Isla Maree, we're more than just a clothing brand; we're a community of amazing women who believe style and comfort go hand-in-hand. [Details of event/sale]. We can't wait to share it with you! #IslaMareeCommunity #CurvyAndConfident"